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Mail Doesn't Work If Done Incorrectly. Nothing Can Be More Targeted
to Deliver a Personal Message to a Prospect Than This Form of
Direct Response Marketing. |
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The
best thing about direct mail is it’s targeted. Responses
can be tracked and by testing on a small scale you can ensure
the success of your campaign before a large deployment. A well
devised direct mail campaign will yield a 1 to 4 percent response.
Unlike advertising, direct mail is easily measured. So, if you
deploy with a solid offer to a clean list of prospects you are
likely to see a good return on your investment.
Another goal, (and this is the same with all marketing) is to
refine your direct mail initiative until you acquire measurable
criteria. This will allow you to project your marketing expenditures
and know exactly how direct mail is affecting the growth of
your business. Download the following guide for tips on how
to improve your next direct mail campaign.
EXAMPLE
Foremost, in order to design a successful direct mail campaign
you must understand the frustrations and desires of your prospect.
Here’s an example of how we addressed the needs of Coast Professional’s
prospects through a short series of 5 x 7 mailers. Coast Professional
is a student loan collection agency located in Southern California.
Day 1. We surveyed and listened to the client’s concerns. They
didn’t want another ruthless, cut-throat collection agency that
voiced ethics then dishonored the needs of the institutions.
Accredited universities have a reputation to uphold and a collection
agency’s main focus is to collect money. Institutions need good
recovery but are more concerned with the integrity of the agency
and their collection methods. So our focus was to solicit the
morals and principals of Coast Professional and then back it
up with testimonials of other institutions and their students.
 
LOWEST COMMON DENOMINATOR
This campaign is just fun. We thought to ourselves, “What
is the worst-case scenario and who are the players in the game?”
Our answer: the collector and the student. Both of them could
potentially be bad apples. How do the institutions look at their
non-paying students and what is their vision of a bad collector?
We defined it for them, and then said “not one of ours”.
We showed them the worse case scenario and assured them we could
handle it, because we have done it so many times before. We
built it so Coast clients and borrowers could speak of the company's
professionalism.
 
FOLLOW-UP IS GOOD
We developed a three part follow-up strategy. Coast had a few
main points: Education Experience, Limitless Recovery, and Services
Beyond. Bombarding the institutions with too much information
day one was not going to work. We fed it to them slowly, with
relevance, to stimulate emotion each time.
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DOWNLOAD 38 WAYS TO OPTIMIZE DIRECT MAIL.
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